CALL BRIEF

Ray Sandoval · Sandoval Comfort Systems · Mon, Sep 7, 6:41 AM EDT · Closer: Dana Whitfield

Lead with Lead Engine, anchor at $3,500/mo, and open on quotes go out and never get followed up.

⚠️ Demo brief. Written by the offline fallback, not the model. Set ANTHROPIC_API_KEY for the real thing.

▸ RECOMMENDED CLOSE

Offer: Lead Engine — Core
Anchor: $3,500/mo
Next step: Send proposal
Confidence: Low — The anchor rests on assumptions we made, not their numbers: Capped at 30% of their stated revenue — the raw figure came out at 877,137, which is not a number you can say out loud. Confirm it on the call before leaning on it.

Say it like this: "Based on what you have told me, the next step is a proposal covering Lead Engine. Can I send that across by Thursday and walk you through it Friday?"

▸ SNAPSHOT

Role: Owner · Team: 16-50 · Revenue: $1M-$5M · ACV: $6,200 · Channel: Paid search · Spend: $8,000/mo · CRM: ServiceTitan, and a spreadsheet for quotes

▸ DIAGNOSIS

Quotes go out and never get followed up
evidence: They named it on the form. Nothing in the public data confirms or contradicts it — ask for the number on the call. [form]
Google rating 3.7 — below where buyers stop checking
evidence: Found in public data. They did not raise this, which usually means nobody has told them. [gbp]

▸ COST OF THE PROBLEM

$300,000 / year

About $300,000 a year on the table. Revenue lost to leads that never convert.

Working: 8,000/mo of spend ÷ 95 cost per lead = leads a month. Converting at 0.14 instead of 0.28, at 6,200 average job value, over 12 months. — reduced to a defensible ceiling

Assumes: Capped at 30% of their stated revenue — the raw figure came out at 877,137, which is not a number you can say out loud

👉 This is the anchor. Say the number out loud on the call.

▸ HISTORY WITH US

Source: Google Ads — "hvac replacement near me" · Opened: 7 · Clicked: 2 · Replies: 1 · Prior no-shows: 0 · Days in pipeline: 23

Thin history. Treat this as a first real conversation.

▸ FIVE QUESTIONS FOR THIS PERSON

You said you tried we had an agency for eight months last year — what specifically went wrong, and whose call was it to stop?
When you say "quotes go out and never get followed up", what does that cost you in a month?
I noticed google rating 3.7 — below where buyers stop checking — is that deliberate, or has nobody had time to look at it?
If this works exactly as you want, what is different in ninety days?
Who else has to say yes, and what will they want to see?

▸ LIKELY OBJECTIONS

"That is more than I wanted to spend."
→ Go back to their own number before defending yours. "You told me you are losing about X a year to this. The question is not whether Y is a lot of money — it is whether Y buys back X. If it does not, we should not do this." Then ask what number would make it obviously worth doing.
why: From the library. Not yet seen on a recorded call, so treat it as a standing bet rather than a prediction.
"I need to think about it."
→ Never accept this as an answer, and never push against it either. "Of course. What specifically do you want to think through — the money, the timing, or whether it will actually work?" Whichever they name is the real objection, and now you can handle it. Put a date on the follow-up before the call ends.
why: From the library. Not yet seen on a recorded call, so treat it as a standing bet rather than a prediction.
"I need to talk to my business partner first."
→ Do not fight it, get into the room. "Makes sense. What is the part they will be most sceptical about?" Answer that objection now, then offer to join the conversation: "Would it be easier if I spent fifteen minutes with both of you rather than you having to sell my thing for me?"
why: From the library. Not yet seen on a recorded call, so treat it as a standing bet rather than a prediction.

▸ PROOF TO USE

Vale Plumbing Group — 4.1 stars, 38 reviews, nothing new in over a year. Losing bids to a competitor with 400. → Review generation at point of service took them to 290 reviews at 4.8 in five months. Closest match on problem and size.

"We did great work and had nothing to show for it."

▸ RED FLAGS

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What this brief could not see: Website (Homepage could not be fetched (blocked, offline, or JS-only))